People 18-54

People aged 18–54 years are time-poor and on the run. Mobile usage and the wish to change careers are more prominent within this audience group.

On weekends they go shopping, visit cafés, restaurants and bars/clubs or go to the gym. Other activities throughout the year include; study/course work, kids’ schoolwork, theme park visits and rock/pop concerts.

Children influence the shopping experience of this audience group, who spend more when the kids come along.

Attitudes towards Outdoor

notice advertisingon large billboards

57% notice brand advertising on large billboards

49% can’t help notice advertising on buses

48% can’t help notice advertising around the airport

Commuting habits

travel by car

62% travel by car

27% travel an hour or more each day

23% use the train

Purchasing behaviour

own acredit card

59% own a credit card (40% spend $1000+ per month on their card)

54% are intending some sort of renovation on their house in the next year

1 in 4 intend to purchase a car in the next 12 months (44% intend to purchase a used car, 41% a new one)